¡Bienvenidos! Mexico’s Victoria joins Houston beer scene

Victoria, which has been brewed in Mexico since 1865, arrives today in select Texas cities as part of a U.S. expansion. The Vienna-style lager (4 percent ABV) made its first foray north of the border earlier this year, when it launched in Chicago. Before then, it had been available only in Mexico.

The beer is part of the Grupo Modelo chain that includes such brands as Corona, Pacifico and Negra Modelo.

Bill Hackett, president of Crown Imports, explained in a statement the appeal of the Texas market:

“Texas is one of the biggest Hispanic states in the country,” said Hackett. “Houston has a strong Hispanic population and Hispanics of Mexican descent already know, love and demand this great brand. Additionally, General Market beer aficionados are always on the lookout for new and unique brews. We believe the authentic history combined with Victoria’s distinct flavor will drive long-term appeal and position us for instant success.”

The launch will be accompanied by a Spanish-language ad campaign across Texas. Billboards and radio spots will declare, “Your Victoria is Here! Although Its Legend Was Already Here.”

I was unfamiliar with this particular legend and, admittedly, I don’t know a lot about Mexican brews in general. But when it comes to beer I tend to trust in the old adage, “The more, the merrier.”

HOUSTON – December 2010 – Just in time for the holidays, Mexico’s best-kept secret and one of its finest beers, Victoria, will arrive in Houston on December 1. Crown Imports, U.S. importer of a premium portfolio of international beer brands, announced today the expansion of the popular Mexican beer at select on- and off-premise retail accounts targeted to both Hispanic and General Market beer consumers. Houston is one a few select Texas cities to get a taste of Victoria.

Victoria, known as Mexico’s “best-kept secret,” is a Vienna-style lager beer that combines a unique copper color with a perfectly balanced taste and a smooth, crisp finish. Victoria has been produced in Mexico since 1865, making it the country’s oldest and most traditional beer brand. Until its successful launch in Chicago earlier this year, Victoria was only available in Mexico.

According to Bill Hackett, president of Crown Imports, Texas was a natural choice to continue Victoria’s expansion. “Texas is one of the biggest Hispanic states in the country,” said Hackett. “Houston has a strong Hispanic population and Hispanics of Mexican descent already know, love and demand this great brand. Additionally, General Market beer aficionados are always on the lookout for new and unique brews. We believe the authentic history combined with Victoria’s distinct flavor will drive long-term appeal and position us for instant success.”

To support the launch of Victoria beer, a Spanish language advertising and marketing campaign will be executed across Texas, including billboard and radio advertising announcing, “Your Victoria is Here! Although Its Legend Was Already Here.” In addition, digital and social media will help consumers find and interact with Victoria on places like Facebook.

Victoria, which translates to “victory” in English, will be available in 6-pack and 24-pack 12-oz. bottles in the Hispanic Market. The first beer will be delivered to Hispanic and General Market retail accounts on December 1. Sales are expected to be brisk as consumers are already quite familiar with Victoria, and have enjoyed it in Mexico for decades.

Victoria will also be available in select Hispanic and General Market on-premise accounts.